Put It On
If you think you’ve exhausted every possible place to splash your company’s message, try this on for size.
Wearable Video’s Video Vest offers marketers a chance to put something on their chest. The 7-pound talking billboards have been used by companies such as Golden Palace, Comcast and Westgate Resort, says David Berman, president of the Fort Lauderdale firm.
The company recently partnered with marketing firm Beryl’s World/IMC to help promote the vests to potential clients. Berman, who has a background as a television producer, saw the concept as a way to take TV advertising to another level by introducing a personal factor.
“Human interaction is the key, and we’re losing that the more technology advances,” he notes, adding that the key to the vests’ promotional success is having a likable person wear the product — someone who knows how to interact and engage with others.
As for how to judge the ROI of a vest campaign, Berman feels it depends on the intent.
“Not everyone who sees the vest will stop, but they will look,” he says.
One person who stopped was Sylvester Stallone. The actor saw someone wearing one at the Arnold Amateur IFBB International Bodybuilding, Fitness, and Figure Championships a few years ago, and caused a minor commotion when he had his security team clear a path in the show floor so he could see the vest.
Even Rocky would consider that a knockout marketing punch.
